IT Best Practices: Finding the Right Marketing Solution
 

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IT Best Practices: Finding the Right Marketing Solution

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Ever rolled out a solution that no one used? If you're in IT, you hate wasting time and money on software that users hate, or — even worse — completely bypass. Today, IT isn’t the only one using ...

Ever rolled out a solution that no one used? If you're in IT, you hate wasting time and money on software that users hate, or — even worse — completely bypass. Today, IT isn’t the only one using technology – in the past decade, a huge number of new platforms and tools for marketers have emerged on the market.

Your marketing team wants the smartest solutions on the market, and it’s up to you to initiate a wise investment.

Check out our new slide deck below to learn how IT can implement tools that the marketing team will actually use.

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IT Best Practices: Finding the Right Marketing Solution Presentation Transcript

  • 1. IT BEST PRACTICES Finding the Right Marketing Solution
  • 2. 70% of projects fail due to user adoption -Forrester Research Ever rolled out a solution that no one used?
  • 3. If you’re in IT, you hate wasting time and money on software that users hate, or – even worse – completely bypass. Nothing is worse than “Shelfware”
  • 4. Your marketing team wants the smartest solutions on the market, and it’s up to you to initiate a wise investment. Today, IT isn’t the only one using technology – in the past decade, a huge number of new platforms and tools for marketers have emerged on the market.
  • 5. The key to positive ROI is user adoption which means providing tools your marketing team will actually use
  • 6. User-embraced tools that are also sanctioned by IT means everyone’s happy! It’s a no-brainer. Here’s how IT can help the marketing department find a solution that works for both.
  • 7. FACT FINDING What’s your marketing team looking for? 1
  • 8. As you look for the right marketing solution, your first step will be information gathering. What objectives are your marketing team trying to accomplish? What are your marketing team’s pain points?
  • 9. Planning and budgeting Generating more demand Building customer relationships Increasing sales conversions Measuring and optimizing Here are some common marketing objectives:
  • 10. Over-contacting the database Lack of alignment with sales Poor visibility into team-wide efforts Inconclusive metrics Difficulty demonstrating ROI Here are some common marketing pain points:
  • 11. THE RIGHT TOOLS Find a marketing platform that helps your team solve pain points and meet objectives 2
  • 12. Great marketing solutions aren’t just software – they’re entire platforms. Each component of your solution is built on three things: your marketing database of records, your analytics, and integrations into other tools.
  • 13. On top of that platform, you build out marketing applications. Your marketing solution’s applications should help accomplish those marketing objectives you found in your fact finding.
  • 14. Finally, look at the channels in which marketing uses its tools to reach prospects and customers. Look for a marketing solution that supports all channels.
  • 15. If the solution you’re considering excels in all three layers, you’ve found a solution your marketing team will love.
  • 16. But how does a complete marketing platform fit into your existing infrastructure?
  • 17. IT and Operations sit at the base of the platform, overseeing the platform’s integration with the other components of their architecture. IT/Ops
  • 18. Sales manages the CRM application which syncs database records with the marketing platform, while marketing utilizes the applications layer, which pulls data and analytics from the platform layer. Sales Marketing
  • 19. Finally, marketing can interact with customers and prospects through the channels. Sales Customers/ Prospects
  • 20. Here’s how this looks when you put it all together… Marketing Customers & Prospects Sales IT/Ops Channels Applications Platform
  • 21. But user adoption also relies on a successful rollout. That’s where implementation comes in.
  • 22. IMPLEMENTATION 3
  • 23. The key is to make sure both IT and marketing are fully prepared from concept to launch. Your marketing solution should fully support IT and marketing through all 5 stages of a successful implementation.
  • 24. The stages of a successful implementation: SYSTEM PROVISIONING DEVELOPMENT + TESTING INTEGRATION ROLLOUT MONITORING + MAINTENANCE Phases For IT What Marketing Needs BEST PRACTICES TECH CONSULTANTS ADMIN & USER TRAINING CUSTOMER SUPPORT SUPPORT + MARKETING COMMUNITY
  • 25. If your solution can fully support both departments through all 5 steps, you’re looking at a smooth implementation.
  • 26. NEXT STEPS? 1. Find your marketing team’s objectives 2. Map objectives to a marketing platform 3. Plan out a successful implementation
  • 27. Marketing Software Built for Marketers Marketo provides the leading marketing software for companies of all sizes to build and sustain engaging customer relationships. Spanning today’s digital, social, mobile and offline channels, Marketo’s® customer engagement platform powers a set of breakthrough applications to help marketers tackle all aspects of digital marketing from the planning and orchestration of marketing activities to the delivery of personalized interactions that can be optimized in real-time. Marketo’s applications are known for their ease-of-use, and are complemented by the Marketing Nation™, a thriving network of more than 250 third- party solutions through our LaunchPoint™ ecosystem and over 40,000 marketers who share and learn from each other to grow their collective marketing expertise. The result for modern marketers is unprecedented agility and superior results. Headquartered in San Mateo, CA with offices in Europe, Australia and a joint-venture in Japan, Marketo serves as a strategic marketing partner to more than 3,000 large enterprises and fast-growing small companies across a wide variety of industries.